Exclusive Interview with The Clorox Company

Smithers Apex:Clorox has been a key supporter of this conference in 2018 and in the past, why do you think this conference is so important to the industry?

Gabriela Sanchez: CPLA is quite important since it provides a forum to discuss matters that are exclusive to our industry from regulatory, to Legal, R&D & Marketing. It‘s an opportunity to share best practices and hot topics among peers to better understand the challenges we face within LATAM and how to drive superior results in our business.

Smithers Apex:Your presentation focuses on being ‘a consumer centric brand’ why is it so important to be consumer obsessed and how has it impacted your innovation process?

Gabriela Sanchez: Put consumer at the center of everything that our company does is a priority for Clorox and it takes effort and focus from all team members to do so. Staying relevant is a challenge that most companies face in a constant changing world and It implies thinking of our consumer needs more than ever and having a clear understanding of their goals & aspirations. Those Goals & Aspirations are life centered…not cleaning centered so the challenge is to deliver solutions to their cleaning needs and beyond. We are working from a product development stand point but also thinking on how to serve our consumers to improve their everyday lives leveraging on consumer understanding and technology.

Smithers Apex: As you review the journey to being consumer obsessed, what have you learned along the way.

To stay relevant we need to get consumers understand why we matter and how can we improve their lives

Smithers Apex: You give us some insight about the next steps in the journey and what we can expect from Clorox in the Future?

A purpose driven, human centered brand obsessed with helping consumers and their families to thrive

Smithers Apex:What are you most looking forward to about the conference?

Gabriela Sanchez: To gather insight on how the rest of the audience is facing both industry and regional challenges to be able to leverage on the work we are doing today

Smithers Apex:What advice do you have for our attendees who are visiting Buenos Aires for the first time?

Gabriela Sanchez: Buenos Aires is an amazing city with strong cultural value and many entertainment offers. A few of my personal choices are: dinner or drinks in Palermo Neighborhood, going to the theatre (there are plenty offers) & eating “asado” (grilled meat) and panqueques with dulce de leche for dessert.